Kelcie Pegher, the social strategy editor at The Wall Street Journal, writes on Digital Content Next about how it’s reaching a younger audience on TikTok.
Pegher writes, “The main goal of our social media team is to bring people into The Wall Street Journal universe. And when we consider that 1 in 5 adults are now getting their news on TikTok according to a recent Pew Research survey, it’s a platform of significant importance.
“For current subscribers, these videos reinforce the value of their subscription. For non-subscribers, we’re giving them a reason to build a relationship with us and, hopefully, a reason to subscribe.
“By focusing on exclusivity, authenticity, and trust—principles that matter more than ever amid today’s ocean of AI-generated content—we sharpened and refined our editorial output. As a result, our audiences responded with sustained attention and deeper engagement. Here is the strategic playbook we used to achieve those results.”
Read more here.
